V Energy: The V Motion Project

This case describes a campaign in New Zealand by V Energy, the energy drink brand, which took an innovative approach to music and technology to target young people and protect its top market share.

V Energy: The V Motion Project

Colenso BBDO/Proximity New Zealand

Entry Information

Country where program ran: New ZealandProgram start date: 06/29/12Program end date: 09/28/12Advertiser/Client Name:Product/Service Description: V Energy (V) is New Zealand's most popular energy drink. It is sold in dairies, supermarkets and service stations nationwide.Category: Consumer Products (CP)

Strategy

Business problem

V Energy (V) has worked hard to develop a strong number 1 market position in the New Zealand energy drinks market, with over 50% share. Recently though, this market has transformed significantly, seeing many new entrants appear on...

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